17.4.16

100 Years of Bmw - The Swiss celebration

100 Years of BMW

In the human world, 100 years mean a sort of record reached by few chosens.
A period in which horizons tend to disappear, buried by some memories of an
existence that has seen alternating big epochal changes in the history of the
human being.

On the contrary the BMW 100 years, even if they are part of this
history, become the ability to dream and imagine the future using the past as a
memory of values hidden in the field of history which has to be investigate,
analyzed and depht digged to collect its priceless value.

How far the motorsport world and contemporary art are? Are these two
totally opposite aspects or are they both part of the same dimension?

The BMW ability to dream and imagine its own world and to make it more
similar to the artistic one than to the purely industrial one is inside the BMW
Dna and there are many examples of this aspect in the last few years which,even if you might think to this speed factory as a mechanical factory,can not deny the foresight of BMW in capturing the last real cultural and
artistic revolution of the 70s and 80s, as a source of inspiration and starting
from this has elaborated and developed a concept of beauty that sees art and
technology, really merging into a single world,in some ways,
similar to the creative aesthetic of Apple brand.Quanto sono lontani il mondo motoristico e l’arte
contemporanea? Sono due aspetti totalmente opposti oppure sono entrambi parte
integrante della stessa dimensione?

BMW has believed in contemporary art
as a form of expression of its creative project and developed on it its
evolutionwith the knowledge that this language,
when there is "essence", becomes the only possible way to give the
nude and brutal substance a soul, turning it into something marvellous and
vital.

At the presence of the German management represented by Hildegard Wortmann - Senior Vice President BMW Group, Steven F. Althaus - director brand management BMW and Marketing Services BMW Group, Philippe Dehennin - Ceo BMW Swisse, which will hand over the helm to the new entrant Egloff President & Ceo BMW Schweiz starting from May, Marc Backè - Switzerland BMW Marketing Director and by Peter Richter - Liaison Manager BMW Swiss, and with the presence of His Majesty H.R.H Prince Leopold of Bavaria – classic cars BMW ambassador, the evening has turned into a wonderful memorably story led by Dr. Nicolas Peter, Head of BMW Europe.

We could see one of the vehicles of
the beginning of the century with our own eyes, when BMW, founded in 1916 as a
manufacturer of aircraft engines, after the end of the First World War turned
into a motorcycle factoryof which, the first
model the R32, was exhibited at the Paris Motor Show in 1923.Abbiamo potuto toccare con mano uno dei veicoli dell’inizio
del secolo, quando la BMW, già dal 1916 fabbrica di motori per aerei fino, dopo
la fine della prima guerra mondiale si era dovuta riconvertire in fabbrica di motociclette
di cui, il primo modello la R32, venne esposto al salone dell’automobile
di Parigi del 1923.

During the gala dinner,while all the guests were seated at the tables,some cars symbol of the history and modernity of BMW entered the stage and
showed how the passion for mechanics has turned into something incredibly
charming. Prince Leopold of Bavaria came in driving the legendary 2002 tii,an incredibly modern vehicle,the series created in the late '60s that was the
symbol of Bavarian modernity in the 70s (the current series 3). And just a few
days ago one of the vehicles of this series has been sold in the US for the
mythical sum of $ 175,000.

The striking orange color and the
Rolling Stones song “I can’t get no (satisfaction)” with which the vehicle
entered the stage, reminded me of some colorsthe currently new circulating cars,and from there I started to doubt that perhaps even at the time those
cars were much more "forward" than they could imagine, and the
designers had a lot "more courage and more creative force" than there
might be today from an expressive point of view in general.Il sorprendente colore arancio e la canzone dei Rolling
Stones “ i can’t get no (satisfaction) con cui la vettura è entrata nello
stage, mi hanno fatto tornare a mente i colori delle nuove vetture più giovani attualmente
in circolazione, e da qui mi è sorto il dubbio che forse già all’epoca fossero molto
più “avanti” di quanto avessero coscienza, e avevano molto “più coraggio e più
forza creativa” di quanto ce ne possa essere oggi sia dal punto di vista
musicale che espressivo più in generale.

A real unforgettable evening which
ended with the "silent" arrival of the absolute wonder of the
incredible series 7 BMW individual: the maximum level of what you can ask for a
car:an incredibly beautiful and alluring
car that shifts further on the pleasure of driving, turning it into a pure
emotional experience made of what 30 years ago might have seemed as science
fiction.

We got to the point where even the carin the typical
view of BMW art world,it can become a "personal experience"and customizable
with all that can make it unique like you can do in a fashion atelier: from
material selection to the colors, to every detail and high quality finishes,today you can make your own car the symbol of yourself as unique human being
with your own personality.